2012 Results

CAT 20 - Radio Advertising (RA)

SILVER

Demner, Merlicek & Bergmann (AUSTRIA)

A1 Telekom - bob Data Packet, "Google" Campaign
"Prison" & "Bomb"
20-04275-RA
 

Agency (city): Demner, Merlick & Bergmann, Vienna

Creative Director(s): Francesco Bestagno, Alexander Hofmann

Copywriter(s): Alexander Hofmann, Isabelle Stadler, Werner Buehringer

Producer: Evelyn Berghold

Account Supervisor: Christin Herrnberger

Account Management: Christian Ertl, Tuende Kiss

Sound Studio: Tic Music

"Prison"

Short explanation

Gugl is a common Austrian name. It is pronounced like 'Google'.
So to promote bob's data offer for phones, we made prank calls to people called Gugl. And asked Mr. Gugl Google questions. Ranging from normal info searches to map and route requests.

'Justizanstalt Stein' is Austria's biggest and most famous correction facility. It is synonymous with prison.

'Justizanstalt Stein' is Austria's biggest and most famous correction facility. It is synonymous with prison.

Transcript

Nils Gugl: Gugl! (sounds like 'Google')
Caller: Yes, I'd need a route please. Prison Stein to Vienna airport, international terminal. Quickest route please
Nils Gugl: From where?
Caller: Stein, correctional facility. I am in hurry.
Nils Gugl: mumbling and typing… Who am I talking to please?
Caller: I can't tell you. I'll tell you in a minute.
Nils Gugl: Why can't you tell me?
Caller: For your own good. I don't want to drag you into this.
Nils Gugl: Pardon?
Caller: Nothing… just really quickly, the basic instructions. Where do I start.
Nils Gugl: But… but I can't tell you the whole route.
Caller: Just quickly, how many kilometres? Quick!
Nils Gugl: 106 km.
Caller: 106 kilometres! I'll need a car for that! Please look up 'steal car' 'hotwire'
SFX: Hanging up, busy tone
Off: 'Google on your mobile?

"Bomb"

Short explanation

Gugl is a common Austrian name. It is pronounced like 'Google'.
So to promote bob's data offer for phones, we made prank calls to people called Gugl. And asked Mr. Gugl Google questions. Ranging from normal info searches to map and route requests.

Transcript

Karl Gugl: Hello!
Caller: Am I talking to Google?
Karl Gugl: Yes.
Caller: Great: Red wire, blue wire, bomb / disarm. And hurry, please.
Karl Gugl: What are you talking about?
Caller: You know, to help decide. Quick! I only have 25 seconds left.
Karl Gugl: Hahahaha!
Caller: Maybe that's funny for you. Now I only have 10 seconds left.
Karl Gugl: Now you have 9, 8, 7, 6, 5... boom!
SFX: Hanging up, busy tone
Off: 'Google on your mobile? Get the bob data package. One gigabyte for only four Euros.'
SFX: Soundlogo bob.

Description

bob is a young, cheeky discount mobile brand.